Boy Scouts of America Brand Guidelines

1 BSA Brand GuidelinesBoy Scouts of America Brand GuidelinesLast revised July 2019 Table of ContentsCorporate Brand Scouting Architecture 6 Prepared. For Life. 7 Vision and Mission 8 Brand Position, Personality, and Communication Elements 9 Corporate Trademark 10 Corporate Signature 11 The Activity Graphic 12 Prepared. For Life. Trademark 13 Preparados para el futuro. 14 Trademark and Logo Protection 15 BSA Corporate Fonts 17 PHOTOGRAPHY 18 Photography 19 Living Imagery 20 Doing Imagery 21 Best Practices 22 Image Pitfalls 23 Resources 24 REAL-WORLD EXAMPLES 25 Stationery and Signature 26 Signage 27 Patches and Branded Products 28 Uniforms 29 Presentations 30 Scouting Sub-Brands Scouts BSA 32 Position and Identity 33 Cub Scouting 34 Position and Identity 35 Venturing 36 Position and Identity 37 Sea Scouting 38 Position and Identity 39 BSA Extensions BSA Extensions Brand Positioning 41 Council, Group, Department, and Team Designation 42 Digital Guidelines Guiding Principles 44 Web Policies 45 TYPOGRAPHY 46 Typefaces for Digital Projects 47 Hierarchy 48 Best Practices 49 Typography Pitfalls 50 DIGITAL COLOR PALETTES 51 Primary Boy Scouts of America Colors 52 Secondary Boy Scouts of America Colors 53 Cub Scouting 54 Scouts BSA 55 Venturing 56 Sea Scouting 57 Choosing the Correct Color Palette 58 IMAGERY 59 Texture 60 Icons 61 CONTENT 62 Tone and Voice 63 Tables and Charts 64 LAYOUT AND DESIGN 65 The Basic Recipe 66 The Overlay Effect 67 The Diagonal 68 WEBSITES 69 Information Architecture 70 Responsive Design 71 Forms 72 Required Elements 73 Real-World Examples 74 MOBILE 75 Interface Design 76 Using Icons in Apps 77 Mobile Best Practices 78 Resources 79 Real-World Example.

2 BSA Camp Registration App 80 EMAIL 81 HTML Email 82 Email Signatures 83 Email Best Practices 84 ONLINE ADVERTISING 85A Better Banner 86 Online Advertising Best Practices 87 Real-World Examples 88 SOCIAL 89 Social Considerations & Standards 90 Branding Social Sites 91 Share Images 92 VIDEO 93 Cinematography 94 Title Cards 95 Music 96 Real-World Examples 97 BSA Brand GuidelinesConsider this your compass to the Boy Scouts of America s set a course for success. Together we ll find the best path to maintaining the Boy Scouts of America Brand . For more than 100 years, Scouting has been a symbol of adventure, excitement, and achievement. Providing once-in-a-lifetime experiences that prepare the next generation of boys and girls for a lifetime of opportunity is serious business that couldn t be more a cliff. Shooting the rapids. Creating a one-sided, two-color recruitment flier. All can be a white-knuckle ride if you aren t outfitted with the proper gear.

3 Have no fear. The Brand Identity Guide contains all the tools you need to craft messages that kids will want to hang on their bedroom walls. If trademarks, fonts, and usage standards are your camp kit, then our national theme is the square knot securely holding the Brand in place. So, Scout me in! Because together we re blazing a trail into the Brand Guidelines3 Purpose of This DocumentThe Scouting uniform is one of the most recognizable elements of the Boy Scouts of America Brand . Timeless, classic .. and uniform. From Dallas to Des Moines, Scouts across America wear the same tan twill shirt, the same badges of rank, and the same style of neckerchief. Their troop and council badges may differ, but the visual language is the same. This uniformity creates familiarity, and with it, that same spirit, we present to the world a unified look and feel in our Brand uniform. If we follow these Guidelines , parents whose Scouts pick up a flier or visit one of our websites will know they can trust it when they see its distinctive color palette.

4 Scouts will know exactly which button to press when they want to share a photo with a fellow Scout. Donors will see their money spent efficiently, and without Brand Guidelines4 Corporate BrandBSA Brand Guidelines5 Scouting ArchitectureAmong the many leadership qualities each Scout learns is organization. Leading by example, the Scouting family contains three Brand groups:Corporate BrandScouting Sub-BrandsBSA ExtensionsHigh-Adventure BasesNational Scouting MuseumNational Scout JamboreeOrder of the ArrowThink of the Boy Scouts of America as the big brother of Scouting. It s the overarching Brand of all other Scouting sub-brands and Brand kids to young adults. Boys and girls. Shy or adventurous. From age 5 to 21, there s a Scouting home for everyone, with room for advancement throughout the strategic business units are extensions of the Boy Scouts of America Brand that play a role in specific program initiatives and special Boy Scouts of America corporate Brand is used for those projects and properties which concern Scouting as a whole, or multiple sub-brands.

5 Some elements of the corporate Brand are inherited by the four main BSA sub-brands shown BSA is for boys and girls aged 11 to 17 years Scouting is for young men and women aged 14 to 20 years old interested in experiencing the adventure of is for young men and women aged 14 to 21 years Scouting is for boys and girls, from kindergarten age to fifth Brand Guidelines6 More than a theme. It s our was there when man first walked on the moon. And when a president struck a blow to an iron curtain with a single speech. It was there when Scouts across the country rallied to provide relief in the wake of Hurricane Katrina. For more than 100 years, it has been in the heart of every Scout who ever overcame one of life s challenges. It is the value of being prepared the core of Scouting and a statement that inspires a lifetime of character and service. As we look to a new century of Scouting achievements, we light a new fire in the next generation of Scouts .

6 We shall instill in them the honor and integrity that comes with being a Scout. We will build their character and ensure they are prepared for something more. We will prepare them for Brand Guidelines7 Vision and MissionThe best Brand messages are also the simplest. Common purpose. Clear objectives. In just three words, the Boy Scouts of America theme communicates the integrity, commitment, and enthusiasm of Scouting s time-honored ideals. Boy Scouts of America Brand Promise: For people who care about what is happening to kids, Scouting is the fun, exciting program that builds better young people. Unique Selling Proposition: Scouting s programs and outdoor adventures prepare young people for a lifetime of character and leadership. Boy Scouts of America Brand Vision: Making our country better Boy Scouts of America Brand Mission: To prepare young people to make ethical and moral choices over their lifetimes by instilling in them the values of the Scout Oath and For Life.

7 Is the culmination of the effort that goes into delivering on the Brand promise, vision, and mission. It embodies the fun experiences and life lessons that only Scouting provides. Most important, it conveys the confidence, dedication, and passion each Scout discovers to lead a successful Brand Guidelines8 Brand Position, Personality, and Communication ElementsBuilt on strong character and values. Like looking through a pair of binoculars, Prepared. For Life. brings the goal of Scouting into focus. The beauty of the theme is its simplicity and directness. But it s only as strong as the Brand personality and communication elements at its foundation. Crafting messaging on these enduring values will maintain consistency and clarity of the Scouting Brand . Communication ElementsAdventure: It s a big world. Pack a map. Scouting is many youths introduction to the great outdoors and, most important, a lesson on their place in it.

8 Now, let the adventure of a lifetime : Scouting builds leaders. Former Scouts sit on the boards of global corporations, walk the halls of the White House, and have been known to occasionally go hiking on the moon. The life lessons they learn in Scouting help them make good decisions throughout : Many Scouts achieve more before the age of 18 than some people do in a lifetime. Best of all, they do it to not only improve themselves, but also their communities and : There are many paths to follow in life. With the invaluable guidance of adult leaders, Scouts are better prepared to enjoy their lifelong journey that leads them to personal Position Single-minded Enduring Timeless A unifying element that leads to strong ideas that can be executed across the marketing mix Differentiation Staking out a unique territory among competitors in which to operateBrand Personality Trustworthy Adventurous Patriotic FaithfulIf a Scout walked up to you on the street, these are the words you would use to describe his appearance and attitude.

9 Not to mention the fact that he d offer to help you across the intersection and show you the path of least resistance to your destination. These are the human qualities that will forever make Scouting truly unique among all youth Brand Guidelines9 Corporate TrademarkConsisting of a fleur-de-lis with eagle, shield with 13 stars and stripes, and two five-pointed stars, the Boy Scouts of America corporate trademark should be used to establish the organization s identity in a product s use or immediate area of distribution. The registration mark should appear at the lower right corner of the ColorBlack or any dark color may be : PMS 186 Blue: PMS 294 Red: 0, 100, 81, 4 Blue: 100, 58, 0, 21 Red: #CE1126 Blue: #003F87 White must be ColorFour Color (CMYK)Screen UsageReversedUnacceptable UsageThe following are unacceptable ways of reproducing the Boy Scouts of America corporate trademark:Do not reproduce in a tint or not reproduce in all red or colors such as pastels or not reproduce in color on a dark not gold fleur-de-lis has been retired and should not be Brand Guidelines10 Corporate SignatureThe space between the elements should not be modified, and the registration mark should always following are acceptable ways of reproducing the Boy Scouts of America corporate signature:Unacceptable UsageThe following are unacceptable ways of reproducing the Boy Scouts of America corporate signature.

10 One ColorBlack or any dark color may be : PMS 186 Blue: PMS 294 Red: 0, 100, 81, 4 Blue: 100, 58, 0, 21 Red: #CE1126 Blue: #003F87 White must be ColorFour Color (CMYK)Screen UsageReversedDo not reproduce in all red or colors such as pastels or not reproduce in a tint or not alter the signature in any way, including changing the not reproduce in color on a dark Brand Guidelines11 The Activity GraphicThe basic idea of a corporate identity is instant recognition through certain colors, images, and words used to harmonize the relationship of the organization and its Boy Scouts of America corporate identity includes an activity graphic that depicts Scouting adventures. The silhouetted activity graphic is used primarily in blue on stationery and e-signatures, but can be used in other iterations as detailed in this section. Approved graphics and descriptions or other appropriate images are described here as well. The activity graphic should always be anchored at the bottom of the page when used on letterhead, general stationery items, and business UsageThe following are unacceptable ways of reproducing the Boy Scouts of America program trademark:Acceptable UsageFour-way graphic split: can be cropped to a piece of the folio graphic, but must run from side to graphic split: can be cropped to a piece of the folio graphic, but must run from side to not reproduce in a tint or not reproduce in all red or colors such as pastels or not reproduce in color on a dark Brand Guidelines12 Prepared.